In this study, the researchers investigated whether gamblers look at responsible gambling messages in sports betting advertisements. Participants were 59 adults classified as non-gamblers, low-risk gamblers, moderate-risk gamblers, and people with problem gambling. Participants watched six sports betting advertisements that were previously shown on television during sporting events. The researchers monitored their eye movements using an eye-tracker device. Regular gamblers looked at betting incentives more than responsible gambling messages. Non-gamblers were more likely to look at the responsible gambling messages than gamblers. The physical characteristics of responsible gambling messages appeared to influence how much attention was paid to them. Messages shown in a block colour (with high contrast) were looked at more.
